Demonstrated Interest in College Admissions: A Student-First Guide to What Matters

People ask me all the time about demonstrated interest: What is it? Is it real? How can students demonstrate interest? How does one even know if a college or university considers demonstrated interest?

The answer is more nuanced than many families realize. Demonstrated interest is real, but its importance varies considerably from one college to another—and policies can and do change. Colleges have both added and eliminated demonstrated interest from their admissions processes over time. Most recently, Washington University in St. Louis made a notable reversal: after announcing five years ago that it would no longer consider demonstrated interest, it recently announced that it will once again consider it for students applying for fall 2027 admission. The change is a good reminder that students should not rely on old lists or assumptions about which colleges value demonstrated interest. 

Jeff Selingo, author of Dream School, correctly argues for shifting the focus “from how colleges pick students to how students can better pick colleges.”

That distinction matters when thinking about demonstrated interest. Demonstrating interest primarily to improve admission odds is a college-first strategy. Learning about a college to determine whether it is the right fit is a student-first approach. Both may result in demonstrated interest—but the purpose is very different.

What is Demonstrated Interest?

Demonstrated interest is a variable that colleges and universities measure to track interest and engagement with their institutions. Colleges and universities that consider demonstrated interest evaluate applicant behaviors before and after submitting applications as part of the holistic application review process.

The History of Demonstrated Interest

There is no clear single starting point that I could find for demonstrated interest in college admissions, but the practice was well established by the early 2000s. NACAC was surveying colleges about their use of demonstrated interest by 2004, when institutions reported using it both to assess student fit and to help predict which admitted students were likely to enroll. As application volume increased, demonstrated interest became a more visible tool for some colleges trying to better understand applicant intent.

That need became increasingly tied to enrollment management, often referred to as yield management—the process of predicting which admitted students are most likely to enroll. As students began applying to more colleges, that prediction became more difficult, making it harder for institutions to anticipate the size and composition of their incoming classes.

Early Decision occupies a somewhat different place in this history. While it developed as a distinct admissions practice, it also provides colleges with the clearest possible indication of a student’s intent to enroll. Its value is closely tied to the same enrollment-management concern: certainty. An admitted ED student is expected to enroll, while colleges have far less certainty about students admitted through nonbinding plans. For those applicants, some colleges look to other forms of demonstrated interest as one additional indication of how likely a student may be to attend.

Why Does Demonstrated Interest Matter?

At colleges that consider demonstrated interest, it can provide another data point about how likely an applicant is to enroll if admitted. That information can help colleges manage enrollment and build an incoming class that is both the desired size and aligned with institutional priorities. In some cases, demonstrated interest may also help distinguish between similarly qualified applicants, particularly when a college is trying to assess which students are genuinely interested in attending.

Is Demonstrated Interest Real?

Yes, demonstrated interest is real—but its importance varies considerably from college to college. Some institutions consider a student’s interest in attending as part of the admissions process, while others do not consider it at all. Even among colleges that track demonstrated interest, the amount of weight it carries can differ significantly.

According to NACAC’s most recent publicly available survey of admission factors (Fall 2023 admission cycle), 15.7% of colleges rated demonstrated interest as considerably important, and another 27.6% rated it as moderately important.  At the same time, the academic record remains far more important overall: colleges most frequently identified grades in college-preparatory courses, overall high school grades, and the strength of a student’s curriculum as the most important factors in admission.

In other words, demonstrated interest can matter, but it generally does not compensate for an academic record that is not competitive for a particular college. Instead, at institutions that consider it, demonstrated interest is best understood as one additional piece of the admissions puzzle.

How Colleges Track Demonstrated Interest Today

Technology has made it easier for colleges to track student engagement. Customer relationship management platfvanderbiltorms such as Slate, which is widely used in college admissions, can create a centralized record of a prospective student’s engagement with the college. Depending on how a college configures its system, it may be able to see that a student joined the mailing list, registered for or attended a campus tour or virtual information session, participated in an admissions event, or interacted with communications from the admissions office. Slate's reporting tools allow colleges to monitor event attendance and develop a more complete picture of a prospective student's interactions with the institution.

For example, imagine that a student first requests information from a college as a junior, later attends a virtual information session, visits campus in the spring, and registers for a regional admissions program that fall. Rather than four disconnected interactions, a system such as Slate can connect them to the same student record. That does not mean an admissions office is counting every interaction or that more activity automatically improves a student's chances of admission. But at colleges that consider demonstrated interest, technology has made it considerably easier to identify patterns of genuine engagement.

How Much Can Demonstrated Interest Matter?

At colleges that consider it, demonstrated interest can carry meaningful weight. According to NACAC’s most recent publicly available data, 15.7% of colleges rated a student’s interest in attending as having considerable importance in admission decisions—slightly higher than the percentages assigning considerable importance to counselor recommendations (11.9%) or teacher recommendations (10.8%). However, its importance varies significantly by institution, and academic factors such as grades and curriculum remain substantially more important overall.

How Do I Know Which Colleges and Universities Consider Demonstrated Interest?

Two of the easiest ways to determine whether a college considers demonstrated interest is to check its Common Data Set (CDS) or ask the admissions office. High school counselors and independent educational consultants may also be able to provide additional context, particularly because the role demonstrated interest plays can be more nuanced than a simple yes-or-no answer.

Interestingly, one cannot assume that a college considers demonstrated interest simply because it offers Early Decision. Applying ED is arguably the strongest possible expression of a student’s desire to attend because the student commits to enroll if admitted. However, colleges may treat Early Decision differently from other forms of demonstrated interest, such as campus visits, information sessions, interviews, or communication with the admissions office.

For example, both Vanderbilt University and Villanova University offer binding Early Decision plans while explicitly stating that they do not consider or track demonstrated interest as part of the admissions review process. These examples illustrate an important distinction: Early Decision provides colleges with greater enrollment certainty, but that does not necessarily mean they evaluate demonstrated interest as a separate admissions factor.

Demonstrated interest can become especially important after a student is deferred or waitlisted. At colleges that welcome continued engagement, a thoughtful letter of continued interest or other appropriate follow-up can reinforce that the institution remains a top choice and that the student would be likely to enroll if admitted. Because colleges vary widely in what they encourage—or permit—after deferral or waitlisting, students should follow each institution’s instructions carefully and avoid assuming that additional communication will strengthen their chances.

💡 Expert Tip: Use AI, But Verify

AI can be a helpful shortcut for finding a college’s most recent Common Data Set, but it shouldn't be treated as the source itself.

• Why verify? AI tools can and do get it wrong.
• Ask an AI tool to locate the college’s most recent Common Data Set (CDS).
• Open the actual CDS published by the college or university rather than relying on the AI-generated answer.
• Go to Section C7: Basis for Selection.
• Find “Level of applicant’s interest.” The college will typically indicate whether it is Very Important, Important, Considered, or Not Considered.

If the information is unclear, confirm the policy on the college’s admissions website or contact the admissions office directly.

Keep in mind that the CDS tells you whether a college considers demonstrated interest, but it does not necessarily tell you which actions the college tracks or how those actions are evaluated. A college may, for example, consider applicant interest without publicly specifying whether campus visits, virtual programs, interviews, email engagement, or other interactions carry more weight. For that level of detail, the admissions office itself is the best source.

How Can Students Demonstrate Interest?

While the list below is intended to help students demonstrate interest, I am not suggesting that anyone do all of these things. Rather, the goal is to connect with colleges in meaningful, authentic, and sustainable ways. Students should focus on opportunities that genuinely help them learn more about a college and to determine whether it is a good fit.

In other words, demonstrated interest should be a natural byproduct of thoughtful college research—not something artificially manufactured in an effort to improve admission odds. Attending three identical virtual sessions and sending four emails is not inherently better than visiting campus once, asking a thoughtful question, and later completing an interview. Quality matters more than quantity.

Students should also keep geography, finances, and access in perspective. A student who lives across the country should not feel compelled to purchase a plane ticket to prove interest. Colleges generally provide multiple ways to engage, including college fairs, virtual events, regional programs, and high school visits. Take advantage of the opportunities that make sense for your circumstances.

By way of example, students can consider the following:

• Complete the college’s request-for-information form and join its mailing list.
• Register for and attend an official campus tour or information session when feasible.
• Participate in virtual information sessions, webinars, tours, or other admissions programs.
• Meet with an admissions representative who visits your high school. If a rep is not scheduled to visit your high school, reach out and ask if you can connect to get questions answered.
• Attend a regional college fair and have a substantive conversation with the college representative.
• Take advantage of interview opportunities when they are offered.
• Communicate thoughtfully with an admissions counselor when you have a genuine question that is not easily answered on the college’s website.
• Participate in additional visit opportunities, such as sitting in on a class, attending an overnight program, or speaking with a current student, when offered.
• Apply Early Action (EA) when it makes sense, recognizing that EA is nonbinding and generally represents a weaker signal of interest than ED.
• Apply binding Early Decision (ED) only when the college is truly your first choice, and your family has carefully considered the financial implications.
• Use a “Why Us?” essay to demonstrate thoughtful research and fit, making specific connections between what the college offers and how that will help you reach your future goals.
• Follow up with a brief, genuine thank-you after a substantive interview or individual conversation when appropriate.

Do not try to manufacture interest by repeatedly emailing admissions officers, attending every available event, or generating interactions simply to be noticed in the hope that doing so will improve your chances of admission. Thoughtful, authentic engagement over time is far more compelling than checking as many boxes as possible.

What Forms of Demonstrated Interest Matter Most?

Not all demonstrations of interest are created equal. At colleges that consider demonstrated interest, the strongest signals generally involve meaningful, identifiable engagement with the institution rather than simply accumulating clicks, email opens, or other passive digital interactions.

NACAC’s Guide to the College Admission Processdescribes Early Decision, with its commitment to enroll if admitted, as essentially the “ultimate demonstration of interest” at colleges that track it. However, it’s important to remember that some colleges offer binding Early Decision while stating that they do not consider demonstrated interest as a separate admissions factor. However, that does not mean a student should apply ED simply to demonstrate enthusiasm or pursue a possible admissions advantage. Early Decision should come only after careful consideration of academic, social, emotional, and financial fit, particularly because students generally give up the opportunity to compare admission and financial aid offers from multiple colleges.

Early Action (EA) is different. Applying EA may signal that a student is organized, prepared, and sufficiently interested to complete an application early. Because EA is nonbinding, however, it does not communicate the same level of commitment as ED. This distinction matters when families hear broad advice to “apply early to show interest.” Early Decision and Early Action are not interchangeable signals.

Beyond applying early, students can demonstrate interest through substantive engagement with a college. This might include registering for and attending an official campus tour, participating in a virtual information session, meeting an admissions representative at a high school visit or college fair, or completing an optional interview. Students who cannot visit campus should not assume they are at a disadvantage; virtual events and regional programs can provide equally appropriate opportunities to learn more and engage.

The quality of the interaction matters more than the quantity. For example, a student who meets an admissions representative at a college fair and asks a thoughtful question about a program they have already researched demonstrates more genuine engagement than a student who simply collects a brochure. Similarly, contacting an admissions counselor can be appropriate when a student has a real question that the college website cannot easily answer. Repeatedly emailing simply to remain visible is unlikely to add value.

Students can also begin establishing a record of interest by completing a college’s request-for-information form or joining its mailing list. These are relatively low-level signals, but they let the college know a student has expressed interest and help ensure the student receives information about future opportunities to engage.

Some colleges also offer deeper experiences, such as sitting in on a class, attending an overnight program, or speaking with a current student. These opportunities may or may not carry additional admissions weight, but they are valuable because they help students determine whether the college is actually a good fit.

Within the application itself, a thoughtful “Why Us?” essay can reinforce genuine interest by showing that a student has researched the institution and can make specific connections between what the college offers and their short- and long-term goals. While somewhat different from tracked demonstrated interest, it may strengthen the credibility of a student’s enthusiasm for the institution.

The key is substance, not volume. Students do not need to attend every webinar, click every link, follow every social media account, or manufacture reasons to contact admissions. The goal should not be to “prove” interest to a college, but to engage authentically enough to determine whether the institution is a good fit—and, when the college considers demonstrated interest, allow that genuine interest to become apparent along the way.

Final Thoughts: A Student-First Approach to Demonstrated Interest 

Students should be thoughtful and strategic about how they engage with colleges, but the driving purpose should be to determine whether a college is truly a good fit. Demonstrating interest primarily to improve admission odds is a college-first strategy: the focus is on what the applicant can do to become more attractive to the institution. Learning about a college to evaluate academic, social, financial, and personal fit is a student-first approach: the focus is on whether the institution is a place where the student is likely to thrive and to meet their post-graduation goals. Both approaches may result in demonstrated interest, but they reflect very different mindsets: one focuses on improving the college’s perception of the applicant; the other focuses on helping the student make a better-informed decision. 

Demonstrated interest is also only one possible factor in a holistic admissions process, and many colleges do not consider it at all. It should never be viewed as a “golden ticket” or a substitute for a strong academic record, meaningful activities, and an application that authentically reflects the student.

For more information about demonstrated interest or any other aspect of the college admissions process, feel free to contact me at kathy@fineeducationalsolutions.com.